Taking the time to create an advertising budget can be a tough thing for some breweries to do. Without being able to have a solid handle on the ROI doesn’t always seem to make financial sense. But taking time to understand what putting money toward these aspects can boost your brewery’s brand recognition and increasing visibility while ensuring consistent exposure to potential customers.
Having a budget line for advertising can help build in brand recall which can make it easier for consumers to recognize and remember your business while also differentiating it from competitors – be it local or regional/national.
Having effective, but still budget-friendly advertising can establish trust and credibility by creating a professional image for your brand and continually having strong advertising efforts can generate word-of-mouth marketing, and amplify brand awareness organically.
Goat Patch is taking a budget-conscious approach to marketing itself while ensuring the Colorado Springs brewery’s brand remains visible locally.
With a strong social media presence, well-recognized logo, and strategic partnerships, the brewery explained to Brewer how it continues to build brand recognition without relying heavily on traditional advertising.
“Our logo is well known and seen around town on merch and stickers,” said Sam Chirichiello, taproom manager for Goat Patch. “Our Hazy IPA has a reputation that extends far, and our wholesale team works hard to get our beer into 140 local establishments.”
Rather than investing in expensive ad campaigns, the brewery prioritizes community engagement and strategic sponsorships. Goat Patch has partnered with events like the MeadowGrass Music Festival and Colorado College hockey to boost its visibility.
“We have a very distinct name and reputation in our area for award-winning balanced brews and community engagement,” said Averee Dilday, the brewery’s events and marketing manager. “Our partnership with Colorado College has helped bring in a younger demographic as well as alumni.”
Operating on a tight budget, especially after acquiring Pikes Peak Brewing Company and expanding to a second taproom, Goat Patch focuses on word-of-mouth marketing.
“What has always worked for us is getting the hype out there through our regulars and guests,” Dilday said.
Consistency in branding also plays a key role in their strategy.
“Having a brand guide — and sticking to it — is probably the most crucial part of building a brand people recognize,” Dilday said. “Brand voice is another huge part of the consistency puzzle. Once you establish your brand personality, cultivate your brand voice.”
The brewery remains selective about where it does spend on advertising. Currently, it advertises in only two places: Side Dish with Schniper, a local journalist covering food and beverage, and Taste of Pikes Peak, a non-profit restaurant association event.
READ MORE: Goat Patch Set to Acquire Pikes Peak
“This goes back to one of our core values of community and supporting local, independent businesses,” Dilday said. “Through both, we do events and actually engage with people who might not have come into our space otherwise.”
Chirichiello noted that a common misconception about advertising is that it always has to include discounts or promotions.
“Sometimes just getting your presence out there is more effective to generate business,” he said. “Couponing can create a ‘coupon dependency’ that can hurt a business in the end.”
By leaning into different and creative partnerships while keeping an eye on consistent branding and community engagement, Goat Patch says they will continue to expand its reach while staying true to its core values and budget-conscious approach.
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